Strategic Marketing Management by the SPMB Committee to Enhance New Student Admissions at SMK Hisba Buana Semarang

Abstract

Competition among vocational education institutions demands adaptive and value-based marketing strategies to attract prospective students. This study examines the strategic marketing management of the New Student Admission (PMB) Committee at SMK Hisba Buana Semarang in the context of increasing the number of applicants, particularly in the Automotive Light Vehicle Engineering (TKRO) and Computer and Network Engineering (TKJ) departments. The research aims to identify and analyze the planning, implementation, and evaluation processes of the promotional strategies employed by the PMB committee. Using a descriptive qualitative approach, data were collected through in-depth interviews, participatory observations, and document analysis of the school's promotional activities. The findings indicate that the marketing strategy is implemented systematically through three managerial stages: planning, which involves mapping target schools and designing promotional content; implementation, through a combination of direct and digital promotion; and evaluation, conducted through regular meetings and monitoring of registration achievements. The effectiveness of the strategy is supported by the principal's leadership, alumni engagement as promotional agents, engaging social media content, and the school's differentiation as a value-based Islamic vocational institution. Challenges identified include limited human resources for promotion, technical issues in online promotion, and a lack of industrial partnerships. The study concludes that the success of the PMB promotion depends not only on the media and methods used but also on the synergy between strategic management, institutional values, and community relationships.